The Need
When a municipally owned and Smithsonian-affiliated museum sought to expand its reach beyond the local community, it needed to strategically change how it marketed its offerings and told its story.
Todd began his relationship with the museum while working at an Atlanta PR agency and leading a cross-functional team. It continued through a request for Todd to join the museum’s related foundation’s board after he started The DeFeo Groupe.
The Approach
Rather than relying on traditional media coverage and conventional advertising, Todd led an effort to embrace a digital-first strategy and disregard previous museum-championed efforts that yielded little benefit. To take control of the museum’s narrative, Todd and his team turned the museum’s heretofore underutilized website into a dynamic hub for news, event information and historical insights.
This approach empowered the museum to engage audiences where they consume news — via social media, email newsletters and traditional media channels. Capitalizing on the sesquicentennial of an event the museum commemorates, Todd’s team launched a satellite media tour and secured coverage in national outlets.
The relationship had an added layer of sensitivity. Given its municipal ownership, city officials and elected leaders at times like to meddle in the museum’s efforts, requiring Todd to appease or mitigate their requests without letting them interfere with the core program’s approach and execution.
The Result
This proactive and digital-driven approach increased attendance by 23% over two years, surpassing 42,000 visitors. Museum membership grew by 26% over 18 months, turning a local museum into a national destination.
After leaving the Atlanta agency, Todd maintained a relationship with the museum, serving on its related foundation board for several years, including as a member of its executive board. He led multiple bus tours of the historic Western & Atlantic Railroad on behalf of the museum, helping it achieve its mission of historic education and attracting new members.